連鎖牙醫持續加盟意願之研究:關係行銷觀點

Abstract

本研究以關係行銷的觀點來探討連鎖牙醫持續加盟意願。台灣在民國84年起實施了全民健康保險大幅地壓縮了診所的獲利空間，以及隨著經濟的發展和國民所得的提升，國人追求更好的醫療品質，促使牙醫診所轉型、增加自費項目以及策略聯盟來提升競爭力。連鎖牙醫體系具有水平與垂直整合的優勢讓加入者可享有規模經濟、品牌的效益、資訊系統、管理機制以及教育訓練等優勢，對加盟主而言加入連鎖牙醫希望可以得到長期穩定的利益，對加盟總部而言希望加盟體系可以持續下去，雙方從連鎖牙醫體系的網絡內得到互惠的利益並且建立共同的理念與遵守規範以提升關係的品質進而使加盟的牙醫診所願意持續加盟。 本研究架構關係品質的前置變數(共享價值、關係利益)，中介變數-關係品質(信任、關係承諾)對依變數(持續加盟意願)的影響。 研究結果顯示，關係品質對加盟診所持續加盟的意願是正向影響，共享價值與關係利益會提高關係品質進而影響持續加盟意願。

Since the implementation of the National Health Insurance system in Taiwan in 1995, profit margins of local clinics and hospitals have been largely reduced. And, because of the increasing gross disposal income level due to highly economic development in Taiwan, more and more people care about better quality of medical care. Both factors are driving dental clinics to develop more self-paid service items or engage in a strategic alliance, such as joining a dental franchising system, to be more competitive in the industry. In this study we investigate the dental franchisee’s intention to remain in a franchising system in Taiwan from therelationship marketing perspective. A dental franchising system has the advantages of horizontal and vertical industry integrations, which benefit dental franchisees from having economies of scale, group brand effects, flexible information systems, efficient and effective management mechanisms, and trainings in advanced dental techniques. Dental franchisees hope to obtain long-term stable benefits from the membership and the dental franchisor wishes to maintain and grow up the system. From the franchisor’s angle, the increased relationship quality, such as trust, commitment and satisfaction perceived by a franchisee, is able to raise its intention to remain in the system. In this study, we propose a model which uses relationship quality to mediate shared value and relationship benefits, and franchising intention. We believe that through shared value between franchisees and the franchisor, and relationship benefits, franchisees will perceive higher level of relationship quality which, in turn, results in higher level of intention to remain in the franchising system. A random sample of local dental clinic franchisees was used to test against the proposed model.